27 November, 2024

November saw the first of our Deep Dive events at Cornwall’s Venton Centre. Across a packed half-day session, we explored some of the trends and themes likely to affect brands in 2025. This article shares some of the key thoughts from my talk at the event.

Looking back at 2024, it’s hard to ignore the number of moments that felt straight out of a Black Mirror episode. From unexpected big-picture twists in the economy to the surprising closure of Flambards – and of course, the ever-present rise of AI – it’s been a year of upheaval and reinvention. 

All these changes shape how brands communicate with their audiences and try to break through the noise. As the world of branding grows more complex and increasingly fragmented, navigating the road to building a successful brand feels like walking a tightrope. There are more brands competing for attention than ever before, and the sheer volume of content flooding our screens makes it harder to stand out. Add in the fact that attention spans are shrinking, and new communication channels are constantly emerging, and you’ve got a recipe for a branding challenge.

So, what does all this mean for your brand? In a nutshell, it means finding the right balance. You need a brand that’s flexible enough to respond to cultural moments that feel relevant, but also solid enough to survive in an overcrowded digital world. Engaging with every passing trend will inevitably erode your brand’s integrity. On the other hand, sticking to a rigid, outdated brand strategy could make you appear out of touch.

But what is “brand” now?

Before diving into solutions, let’s take a step back and think about what "brand" even means in today’s world. I’m not going to bore you with a full history lesson, but it’s interesting to note that the concept of a "brand" is nearly 2,000 years old. Back in the day, it simply referred to marking ownership – like branding cattle. The goal was clear: easily identifiable and meaningful.

Fast forward to today, and "brand" has evolved. The familiar saying still rings true: a brand is ultimately what your customers tell other customers about you. But here’s the catch: that narrative is shaped by a variety of touchpoints. From the way your staff interacts with customers, to the scent of your reception area, to the feel of your product packaging, and the tone of your visual and verbal identity – every detail shapes how people perceive your brand. And all these elements need to be connected in a thoughtful, intentional way to guide how consumers feel about your product, service, or experience.

What’s coming for brands in 2025?

Looking ahead to 2025, one thing is certain: brands will have to be more adaptable than ever before. We’re seeing a shift toward elastic brands – brands that can stretch and bend to fit the ever-changing landscape while staying true to their core values. Elasticity isn’t just about being flexible; it’s about creating a strategy that allows your brand to evolve across different contexts, markets, and platforms.

Think of it like this: instead of a rigid brand identity that only works in one specific environment, elastic brands can evolve in small ways (evolution) or undergo dramatic changes (revolution) depending on what the moment calls for. This sliding scale approach to branding means that sometimes, subtle tweaks are all it takes to stay fresh. Other times, a more dramatic shift is necessary to stay relevant.

Evolution vs. revolution: knowing when to change

So, what’s the difference between evolution and revolution when it comes to branding? Let’s break it down:

• Evolution is all about making small, incremental changes. These are updates that refresh and rejuvenate your brand while keeping its core equity. Think of it like updating your wardrobe without completely changing your style.
• Revolution, on the other hand, involves a complete overhaul. This could be a total repositioning of your brand to better align with new market demands or a major cultural shift.

For many brands, the need for change is driven by several factors. For Nixon, staying in tune with evolving trends and audience expectations is key. Even if your brand or your client’s brand feels "set," it’s important to remember that audiences are always changing. To stay relevant, your brand needs to move and change, too.

Evolution vs. revolution in action

Coca-Cola is a prime example of a brand that’s mastered evolution. The famous Coca-Cola bottle design, introduced in 1915, was created to be so distinct that it could be recognised by touch or even when broken on the ground. People often think of it as a brand that never changes, but I’d argue the opposite is true. Over the years, the brand has made constant small tweaks to its logo, colour palette, and bottle design to keep up with changes in media and culture, while still maintaining its core identity.

On the other hand, Burberry is a great example of a brand revolution done right. In 2023, Burberry reworked its branding to return to its design roots, embracing a handmade, ornate aesthetic. This wasn’t just a style change – it was a recognition that their previous direction didn’t quite align with their heritage. What’s interesting here is that while it felt like a revolution, it was actually an evolution of Burberry’s core brand values, tapping into a richer, more personal visual language.

Smaller brands doing big things

These branding lessons aren’t just for global giants. Take Tutto Wines, for example. This natural wine importer has an incredibly lean, minimalist brand system, but it’s flexible enough to adapt to the fast-paced demands of content creation on social media. They maintain consistency in their identity while remaining agile enough to stay relevant in the ever-changing landscape of online platforms. The balance between brand consistency and the need for quick, on-the-fly marketing materials is a challenge for many, but Tutto Wines nails it without compromise.

Then there’s Haeckels, a skincare brand from Margate based on the premise of community, sustainability and the enriching properties of seaweed. Yet Haeckels faced a major challenge when it was revealed that the brand was named after Ernst Haeckel, a botanist with some deeply controversial views on race. Rather than shying away from the issue, the brand bravely embraced it, rebranding to remove any association with his legacy. This shift, which involved changing the brand’s name and identity, was not just a response to crisis – it was a bold move to align more authentically with their values and move into a new space. 

Why brands hesitate to change

Brands often hesitate to make changes because they fear getting it wrong. This usually stems from two things:

• Under-correction: Being too risk-averse, and therefore missing out on opportunities for greater impact.
• Over-correction: Chasing trends or making unnecessary radical changes simply because someone high up in the company (such as a CEO, founder or chairperson) dislikes a logo or a colour.

The key to avoiding both pitfalls is knowing when to take small steps and when a larger leap is required.

Choosing the right approach

If you’re deciding whether to evolve or revolutionise your brand, consider these factors:

1. Objective setting: What is the purpose behind the change? Be clear about why you're updating your brand.
2. Data-driven decisions: Use data to determine the degree of change needed.
3. Brand equity: Understand what you stand to lose by evolving or revolutionizing your brand.
4. Know your audience: Prioritise what your audiences want and need from you.

If you decide to change…
If you do choose to update your brand, here are some key points to factor in along the way:

What sets you apart? 
Identify what makes your brand unique – whether it’s your values, your product, or your aesthetic – and own it.

Tell your story
Every great brand has a story. Just don’t try to say too much at once – focus on what truly matters.

Put your money where your essence is
Your visual identity, tone of voice, interior and product design should all reflect what makes you unique.

Consistency is everything
Ensure that your brand’s personality shines through at every touchpoint, from your website to customer service. In a world full of bland, forgetful brands the ones that stand out are the ones that stay true to who they are.

Future-proofing your brand

Whatever you choose to do, a brand update is ultimately about staying relevant, reigniting loyalty, and future-proofing your business. Elastic brands – those that balance evolution and revolution – are the ones that will thrive in the shifting market. The right choice depends on your specific business needs, market trends, and the desire to remain adaptable in an ever-changing world.

And remember, once your brand update is live, be sure to back yourself and measure the change. If your strategy, execution, and brand essence are solid, any criticism will quickly fade. When Airbnb updated their branding in 2014, they received significant criticism, with their Belo symbol even making national headlines. But they held their nerve and in time has proven them right. 

Very right. 

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